L'influenza della musica nella pubblicità radiofonica

Gaetano Andrea Mancini and Giulia Salvadori

Micro & Macro Marketing, 2014, issue 3, 401-414

Abstract: This research purposes to investigate the efficacy of music in radio advertising, to value the influence that exercise on memory of information, on pleasure of the elements of the advertising and on the purchase intention of the listener. The results showed that the music's presence increases the radio advertising efficacy in terms of memory of information.

Keywords: Music; Radio Advertising; Memory; Pleasure; Purchase Intention. (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:mul:jyf1hn:doi:10.1431/78565:y:2014:i:3:p:401-414

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